Auto-bronzers and toning gels - is this the face of men's grooming?
than toothpaste, soap and shaving foam. With an increasing emphasis
on enhancing physical appearance, a vast number of new products are
being launched to do just that, together with products that aim to
maintain youthful looks, reports Simon Pitman.
Anti-wrinkle creams, skin firming creams and self-tanning lotion used to be marketed primarily to women. Not any more. The latest batch of new product launches from Mintel's Global New Product Database (GNPD), reveal that the demands of the metrosexual man mean that these type of products are now what men are looking for.
With the latest market report suggesting that the market for men's grooming products is likely to sustain strong growth for the next five years, the number and variety of new launches in this category appear to back this prediction up.
Interestingly the report, from Research and Markets indicates that with demographics shifting towards an ageing population, more and more emphasis is being placed on older age groups, with those in the 50 plus category representing the largest potential.
Bearing testimony to this, Mintel's databases reveal a number of anti-ageing products. Launches in recent months have include the expansion of the L'Oreal Expert skincare range into smaller European markets such as Belgium. Launched at the end of last year, it has already proved to be a top seller in the category.
Beiersdorf has also upped its Nivea men's care range and last month saw the launch of its Active Firming Gel onto the Spanish market. Containing ceratine, vitamin care and UV filters that aim to protect and revitalize the skin.
As continued media exposure through aggressive market campaigns continues to build awareness of men's cosmetic products, the acceptance of them has also developed. Whereas just a few years ago hair removal products would have seemed the ultimate in frivolity, now they are commonly accepted among younger generations.
In this respect a self-tanning moisturizer for men would have been laughed at only a few years ago. Not any more. Japanese cosmetics giant Shiseido has launched a Hydrant Auto-Bronzant on to a number of European markets in recent months, most recently in Turkey. Described as giving a natural bronze colour, it is also a non-comedogenic.
Proving that the skin care category is growing in both complexity and diversity are a number of topical treatments that claim to tone and firm specific parts of the body. Here we also find Shiseido is active in this category, having launched a Body Creator Abdomen Toning Gel. Containing caffeine, houttuynia cordata extract and red pepper extract it is said to stimulate the skin, helping to break up fatty deposits.
This range of products is from a selection contained on Mintel's Global New Products Database.
